Interactive Campaign Britney Small Carol Ma Kathleen Fletcher Katherine Frick Nan Zhou
Introduction Situation Analysis SWOT
Secondary Research Moms Dads Kids Families
Primary Research Most families do not use a web browser or software to monitor a child’s Internet access. 86.7% of our respondents would consider a free software to monitor their child’s Internet access.
Lack of privacy Learning Creativity Independence Supervision Parental Control New generation Socialization Word processing Information Fine motor, hand-eye coordination Monitoring Time limits The future of education Research Safety Privacy Fun Limited Access Learning Tool Education Protection Security
Insights
Target Audience Parents want the best They know the power of the Internet But are apprehensive about its dangers to their children
Competitors KidZui Buddy Browser KidRocket Open DNS Services Peanut Butter PC KidView
Conclusion Pursue both Moms & Dads separately online and emphasize family
Creative Brief
Objective To increase site traffic, brand awareness and preference.
Target Audience Educated affluent families with children under 12 between and parents the ages of 25 and 44.
Intended Perception
Rationale Fooz kids has taken extra precaution to ensure the safety and integrity of its software and is constantly updating and tweaking it this makes it the most effective way to protect and educate children online.
Single Minded Proposition For uncertain times, Fooz Kids is peace of mind
Reasons to Believe Parental Controls Prescreened Content Pop–up and Ad blocking Inescapable desktop Contact managements Activity Monitoring
Executional Mandatories Co-branding should be employed to raise awareness amongst Children. Families should be targeted in places that families frequent off line, grocery, museums, doctors, dentists, libraries, book stores
Media Objectives Site Traffic Product Downloads Brand Perception and Preference
Search Strategy Site Optimization For Organic Search Meta tags Improve Description tag Improve that explanation of the content of the website.
Suggestions Parental Control Safety Educational Security Protection Child safety Privacy Learning Monitoring Limited Access
Web Advertising Security Software Websites/Product Box Top Parenting Websites Kids Clothing Stores Parenting Magazines
Conversion The correlation between site visits and spent with Fooz Kids online.
Social Media Strategy Let’s Move Kraft Artsusa.org
Facebook Twitter YouTube
Ambient Social Media QR Codes Foursquare + Groupon Third Party Blogs Plum District
Analytics Conversion Downloads Site visits Abandon rate Site visit through advertisements